The former chairman of the CII AP chapter, Y. Harish Chandra Prasad, says the shift in people’s psychology from socialist “prop mass’’ (masses driven by propaganda) to “ad mass’’ (people influenced by advertisements) after liberalisation helps business drive sales of products during specific periods.

“In the Western markets a major chunk of business is reported during Christmas, New Year and Thanksgiving,” he said, adding that close to 70 per cent business would be registered during the festive season, while the remaining is spread over the rest of the year.

The owner of a Maruti Suzuki car dealership, Vinay Saboo acknowledged that there is a notable increase in sales during the festival season, but said it could not touch a high 70 per cent. Businesses definitely have additional leverage during the season, particularly October and November. “We anticipate an additional sale of around 30 per cent as people prefer auspicious occasions to make purchases of vehicles,” he said.

Tribhovandas Bhimji Zhaveri group head - marketing Kiran Dixit said the retail jewellery chain has major initiatives underway to reduce dependence on seasons to sell its products.

“We have stimulated demand with the launch of collections that suit occasions like marriages,” he said.

While traditional events including festivals and regional New Year days drove sales in the past, ‘imported’ occasions such as Mother’s Day, Father’s day and Valentine’s Day are also pepping up sales now.

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